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- Title
O Reconhecimento do Sabor de Cervejas por Parte do Consumidor: Um Experimento por Meio do Teste Cego de Cervejas.
- Authors
Cunha Moura, Luiz Rodrigo; Caixeta, Lilian Virginia; Silveira Cunha, Nina Rosa da; Leite de Moura, Luiz Eduardo; Veiga, Ricardo Teixeira
- Abstract
One of the most controversial products concerning brand issues is beer because of the reasons why consumers choose their preferred brands. The aim of this paper is to verify whether consumers are able to recognize their preferred beer brand. The theoretical consequence of this experiment is the assessment of the importance of taste in preference compared to the brand of the beer. In the fist stage of the study, ten interviews were carried out with marketing professionals of beverage companies and consumers. A research questionnaire based on results was further tested and improved. In the second stage of the research, a blind test was performed in which five leader brands were tasted by 118 subjects. Results seem to show that subjects can not recognize beer brands, even the ones they declared to prefer. It means that the choice of beer seems to be mainly based upon brand recognition.
- Subjects
BEER industry; BEVERAGE industry; BRAND image; BRAND identification; BRAND differentiation; BRAND name products
- Publication
Revista de Administraçãao da UNIMEP, 2010, Vol 8, Issue 3, p27
- ISSN
1679-5350
- Publication type
Article
- DOI
10.15600/1679-5350/rau.v8n3p27-54